The transportation sector is one of the most dynamic for digital signage displays, taking advantage of the latest technological advances to showcase high levels of innovation. The operators of airports, cruise ships and train stations share the same desire to make a statement, which increasingly means installing LED displays.
At the same time, tens of millions of travellers, in the habit of navigating hubs using smart devices, expect a high-tech experience for both wayfinding and retail. Meanwhile, the advertising potential of large-scale displays has inspired spectacular installations, such as the 1,000 square metres of Absen LED designed in 2019 for Istanbul Airport’s duty free area, which at 53,000sqm is the largest in the world.
The enormous displays in Istanbul Airport are on trend with the transition towards deploying LED in transportation, according to Thomas Fenton, director of technical and product development, EMEA, Peerless-AV. Although LCD panels are still commonly in use, especially for flight information display systems, general digital signage and retail zones, airports are turning to LED for more ambitious schemes.
“They’re looking to LED to create more visually appealing, traveller-centric experiences. When you travel, you now see LED behind the check-in and baggage drop areas. And also in train stations, the departure boards in most major hubs are now LED, making live information much easier to read and far more detailed than is possible with LCD,” Fenton comments.
WOW FACTOR
LED is also being adopted for what Fenton dubs “wow-factor experiential pieces and incredible activations” to transform the passenger experience. A striking example is seen at Orlando International Airport Terminal C, which has two compelling multimedia installations – Windows on Orlando and Moment Vault. “And there are many others, such as at Singapore’s Changi Airport where Terminal 2 has an ITS digital waterfall, LED halos and a virtual sky. And then there’s Rome Airport’s shapeshifting, robotic LED ad chandelier. It’s also happening in the metro systems of big cities – for example, in sections of Barcelona’s underground, LED columns are used on the tunnels and content frames appear as a single animated image that moves at the same speed with the train to capture passenger attention and deliver a dynamic advertising system.”
The precise nature of the LED will depend on the mode of transportation, but there’s always the same desire to make a splash. In the cruise ship sector, ZetaDisplay has developed concepts for five Hurtigruten cruise liners. One of the vessels, in particular, boasts the tallest installed LED screen for a cruise ship in the world. This giant display welcomes the guests in the main atrium with measurements of 17.5m x 6.5m. Robert Bryhn explains the motivation behind the extravagance: “The ambition with the screen was to be an eye-catcher. It was intended to have a truly dazzling impact on all the arriving guests to set the tone for the cruise – an extraordinary journey where digital experiences and real-life sensations go hand in hand.”
Transportation is one of the principal sources of growth for leading digital signage companies, according to Pierre Gillet, vice president, international sales at BrightSign. Gillet believes there are a couple of key drivers behind all the activity. First, the constant flow of travellers through these busy hubs presents an irresistible opportunity to leverage digital signage, not only for wayfinding and informational displays, but also for advertising and experiences that enhance the journey. He observes: “Having an up-to-date digital communications platform has become not a ‘nice-to-have’ option, but an essential part of the infrastructure that makes up large transport hubs.”
The second simple reason for the growth, he says, is that the technology itself continues to evolve rapidly with the appearance of higher resolution displays, more compact media players and superior content management capabilities. He adds: “For decision-makers at key transportation hubs, it continues to be a priority to keep up-to-date with the latest advancements. Larger hubs tend to have more expansive budgets for renewing portions of their digital signage network, but others are also pursuing comprehensive overhauls, or new greenfield deployments, as demand grows for this type of technology integration.”
BrightSign has been involved in deployments across Europe ranging from train stations, to bus terminals to airports. But Gillet cites the company’s work on the installations at Edinburgh Airport as the most emblematic of the way displays are being deployed. BrightSign’s XT244 players drive content across a huge 85m-wide LED video wall consisting of 2,240 separate LED modules, in the airport’s new self check-in area. The installation is part of a multi-million pound redevelopment aimed, once again, at augmenting the passenger experience.
Typical of modern installations, the Edinburgh displays are multi-purpose.. First, the 85m LED canvas, which spans the entire check-in hall, makes a striking visual impression on passengers. Second, the versatile system can display content ranging from small 1.5m wide windows, to full wall-spanning visuals. “This video wall is intended to serve multiple functions, including flight information display, wayfinding, advertising, and even showed crucial safety messaging during the pandemic,” Gillet observes.
Robert Bryhn, chief marketing officer at ZetaDisplay, agrees with Gillet that the transportation sector is an expanding market and digital displays have become a “ubiquitous” feature of modern hubs. For transportation authorities, he believes, digital communications have become an integral part of their communication strategies. He comments: “Business in the transport sector is booming and is on an upward trend. The requirements for these high-traffic public spaces remain the same, but now we are seeing additional requests come in that go beyond functional use. These include integrated interactive maps for wayfinding, incoming local news and weather updates, and targeted advertising. Functional signage is out, and dynamic, integrated signage is firmly in.”
A classic case of improving digital communications for passengers, Bryhn believes,, is the upgrade to ZetaDisplays’ software solution for Flytoget, an airport express train that runs between Oslo and the airport. In 2015, the digital signage framework was changed from small format displays to large format, which is more visually imposing, as well as a sustainable alternative to LCD. “ZetaDisplay’s ENGAGE suite gives Flytoget’s team creative control over the content playlist and can be remotely managed to add new advertisements into the infotainment section whilst displaying a range of moving media,” Bryhn explains.
DRAMATIC RESULTS
The Flytoget network is run on the same principle as a TV channel with content for the viewers, as well as adverts. Customers can flick between infotainment and relevant travel updates at their leisure. Last year, the 2023 Tour De France event was live-streamed on board the moving platform. The project was a collaboration between Flytoget Media, main sponsor Škoda, and television network TV2. Bryhn enthuses: “This campaign experiment yielded dramatic results and showed an increase in customer attention, which surpassed the initial target by 3%. The sender ID and sponsor associations saw the biggest uplift in numbers with a whopping 15%-point boost in association with Škoda. The live stream activation culminated in additional advertising profit and opened new market potential.”
The move towards more advanced technology that should stand the test of time is well illustrated by Peerless-AV’s partnership with Absen at Monterrey International Airport, in Mexico. The team are in the process of completing a series of Direct View LED (dvLED) video wall installations as part of a remodelling project. The first phase included 18 installations. The second, ongoing phase involves eight, ultra-wide dvLED video wall installations at the airport’s check-in desks. At first the airport planned to use LCD displays, but then changed its mind.
Peerless AV’s Thomas Fenton comments: “Ultimately, they moved forward with dvLED to provide the dependability and longevity necessary in a 24/7 airport environment, while delivering a bold, bright statement with excellent image quality. Incorporating large dvLED video walls in various locations allows for eye-catching, easily adaptable communication for travellers, even in the busiest areas. The eight ultra-wide video walls are phenomenal, far exceeding ‘wow-factor’ expectations.”
All the displays in the first phase are operational and provide mixed content of flight information and advertising. The effect is to impress travellers moving past, but also to complement the modern look the airport wants to achieve everywhere. “The results not only add an unprecedented, elevated ambiance, but also allow for easy adaptability, quick updates, and timely messages, saving both time and money for operators. The airport has future plans to capitalise on waiting, receptive and excited passengers by selling space to retail advertisers and launching eye-catching, creative campaigns across the digital signage network,” he says.
TECHNICAL CHALLENGES
For all the stunning qualities of the end results, there are usually formidable technical hurdles to overcome in large-scale deployments. Safety is a major concern for busy transport hubs and it’s virtually impossible to shut them down for long. One of the most logistically ambitious projects was the Istanbul Airport installation for the new duty free area. Its unprecedented scale involved installing 1,000 sqm of Absen LED, including two huge, ceiling-mounted video screens measuring 120 sqm apiece.
Every aspect of the project was challenging, particularly dealing with the shape of the non-standard, curved LED segments. They had to be designed as “free-flowing” because the architecture of the duty free zone was inspired by the Bosporus, the narrow water gateway that separates Europe from Asia. Selen Guler Arabaci, Absen’s sales manager on the scheme, says that the integrator, Astel, had to install the curved wall in waves, fitting the LED tiles at different angles and using special connectors between the screens. Arabaci explains: “Due to the curved design, the cabinets had to be significantly modified to achieve the desired effect. In addition, the walls had been painted by the time Astel got to site, and some ‘furniture’ had already been added to the walls before it was time to install the LED tiles. The integrator had to put the screens inside this furniture, while maintaining the correct viewing angle from the front side and ensuring no damage occurred.”
An even tougher proposition for Astel was the sheer size of the two giant video screens. Astel had to design a special process to manoeuvre them into place as moving equipment up and down the stairs was not easy. The ingenious solution was to add a motorised, one-man lift to the screen itself. “The lift comes down from the screen and a technician goes up. The ceilings from the airport are unable to take heavy weights – no more than five tonnes – so Astel created a lighter bracket to hang the big screens and we helped them choose the lightest, high-performing LED tiles available.”
Another major project that presented technical challenges was ZetaDisplays’ installation at Oslo Central train station of a 126m display, which is Europe’s largest indoor LED screen for non-commercial use. The issues were largely connected to being given a strict, two-week window to complete the operations at Norway’s busiest railway station, which receives more than 15,000 visitors a day. ZetaDisplays’ Robert Bryhn comments: “Executing this flagship LED display was no mean feat, especially in a high-traffic public area. The installation team had to execute their tasks overnight, starting at 10pm and concluding by 6am before the morning influx of commuters. The installation team also had to extend the existing pillar structure by 20m to accommodate the new screen and add two LED screen wings to each side to provide a curved appearance, which allows commuters to read travel information from any part of the station.”
Bryhn has no doubt, however, that finding ways to solve all the technical challenges has paid off. “Replacing the LCD with a sustainable LED alternative delivers a multitude of benefits. Firstly, LED delivers higher brightness and is more energy efficient, helping to align the station with sustainability commitments. Overall, the central LED transformation has upgraded the visitor experience tenfold, ensured accurate, time-sensitive information is accessible for all and packaged in a new design that brings a consistent look and feel to the station interior.”
SUPERIOR INTELLIGIBILITY
A similar logistical challenge faced AtlasIED when they replaced the outdated public address system at Basel Train Station with a more modern, network-capable solution that provides superior intelligibility. This time the team had to find a solution to swapping over the systems during ongoing operations. Chris Steiger, CEO & founder of integrator promedias, explains: “The announcements on the platforms could not be disrupted. New loudspeakers with individual monitoring and the control panels had to be replaced and put into operation together. With the flexible AtlasIED system, we were able to carry out this change in stages. We can now continue with the further expansions in the coming years up to 2030.”
Although not as visually striking, or technically challenging, as the large LED installations, one of the most flexible forms of digital displays is the kiosk. A familiar sight around airports, cruise terminals and train stations, kiosks have evolved to play a number of roles in modern transportation. Most obviously, they assist passengers with wayfinding and real-time information as a critical issue at busy periods is dealing with queues to reduce congestion and improve passenger flow. Peerless-AV’s Thomas Fenton, says: “Kiosks can be used to manoeuvre queue lines and provide clear and timely announcements. For example, our back-to-back ultra stretch portrait kiosks are installed at the check-in areas of Las Vegas Harry Reid Airport and at Celebrity Cruises’ Terminal 25, Florida”
Kiosks are also being used nowadays for self-check-in and baggage tag printing with integrated scanners, printers and contactless payment. “I’ve also seen an increase in information kiosks that integrate a digital display with SOS phone on the rear side, or a phone charging station, or defibrillator. We’re likely to see more of these in the UK very soon,” comments Fenton.
Similarly, electric vehicle charging stations are evolving in their design and functionality to cater for an increase in EV ownership. In the UK, for example, Transport for London has outlined its 2030 EV infrastructure strategy, while also delivering a targeted advertising medium for retailers. Fenton adds: “We’ve worked in this space with Volta Media, a Shell brand, in the US for over five years, delivering next level EV charging stations to the market that combine a seamless, simple, and free experience with digital signage in order to inspire the local community to go electric.”
A key consideration for displays and kiosks in public areas, such as airports, bus stops and train stations, is protection against damage and vandalism, as well as changeable weather conditions. “This is where our Xtreme displays come in since they are all-weather proof, impact resistant and have a wide operating temperature. I’ve seen some LCD displays installed under cover at train stations, which might protect them from rain. But it doesn’t provide the level of protection required and it’s a huge failure risk as they can’t typically operate in minus temperatures,” observes Fenton.
BRIGHT FUTURE
Looking to the future, Fenton observes that interesting opportunities lie ahead for e-paper, a growing technology as showcased at this year’s ISE and InfoComm by all the major OEMs. “This ultra-low power, lightweight and slim digital paper only goes up to 32-inches currently, but its ability to hold power for days without a battery hints at huge potential at airports and transport hubs for power-efficient digital advertising,” he argues.
ZetaDisplay’s Robert Bryhn also makes a prediction about the future. He believes the market for digital signage will continue to grow rapidly as systems become more complex and passenger expectations move in tandem with technology advances. Bryhn concludes: “New display technologies, such as high-resolution screens and interactive touch screens, offer enhanced capabilities. New installations reflect the modern integrated digital signage ecosystem we’ve come to expect. These include integrated real-time data feeds, alongside an easy-to-use software CMS platform for easy content creation, scheduling and management across multiple displays, streamlining the process whilst simultaneously ensuring accurate information.”
